Vintage Toronto Ads: Just Dial GO
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Vintage Toronto Ads: Just Dial GO

2008_03_04dial.jpg
Congratulations. You’ve just moved into a home or apartment in the rapidly growing city of North York to start your bright future. You either don’t own a car or prefer to use one as little as possible. Fixed public transit services haven’t quite made it out to your neck of the woods yet you really want to be chauffeured by a bow-tie wearing driver with a creepy smile who will drop you off at your doorstep.
For a brief period in the mid-1970s, GO Transit and the TTC combined to provide a fleet of minibuses to come to your rescue.
GO launched the first Dial-a-Bus pilot in Pickering Township in the summer of 1970, which ran for three years. The service was introduced to Metropolitan Toronto in October 1973, when three zones were launched in partnership with the TTC along either side of York Mills Road between Yonge and Leslie. Accessibility came at a premium compared to bus fares of the time (40 cents versus 30), with no transfers between Dial-a-Bus and regular TTC bus stops.
The experiment barely had time to prove itself. Service expansions to Armour Heights and Downsview lasted less than a year, while the York Mills service fizzled out in 1976. The stereotypical image of a user may have been a problem, as residents complained that only “maids” would provide the bulk of the ridership for proposed permanent TTC routes in the York Mills zones.
Source: The North Toronto Herald, March 22, 1974

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